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Digital Marketing and E-Tailing Technological Innovations

Digital Marketing and E-Tailing Technological Innovations
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Author(s): Alan D. Smith (Robert Morris University, USA)
Copyright: 2020
Pages: 29
Source title: Avatar-Based Models, Tools, and Innovation in the Digital Economy
Source Author(s)/Editor(s): Vardan Mkrttchian (HHH University, Australia), Leyla Gamidullaeva (Penza State University, Russia) and Ekaterina Aleshina (Penza State University, Russia)
DOI: 10.4018/978-1-7998-1104-6.ch003


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In an age of public mistrust of the most basic institutions, businesses are not exempted. Essentially all e-tailers want to deliver personalized and real-time communications to customers that are tailored to their interests and preferences, and are based on big data mining that customers will value over privacy concerns. This is an era in which e-commerce retailers continue to dominate the marketplace and it is integral that consumers are able to trust the manufacturers, retailers, and the service/product reviews that they read online. Such trust is particularly important if their ultimate purchase decision is a successful one. A survey of middle-level managers was analyzed to identity the basic elements: e-personalization, namely online purchasing behaviors, personalized communications, information-retrieval services, degree of personal web presence, quality assurance of customer service, and the promotion of customization services. These elements were found to be conceptually and statistically related to retailer benefits of increased buying and customer loyalty.

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